helmet. he understood that that was wasn't going to be a distinguish television shot. >> consultant steve murphy worked with dukakis. >> the answer came back, we've arranged for you to ride in a tank, they won't let you ride in a tank without a helmet because it's unsafe. he relented. he should have stuck with his instincts. >> that moment turned into this commercial. >> now he wants to be our commander in chief. america can't afford that risk. >> do ads like that really work? the consultants think they do. >> three, four, five -- >> they still rave about this ad. it ran only once, but was talked about so much on tv, they say it changed all campaigns. it was the first negative ad to use fear and raw emotion. >> 10, 9, 8, 7, 6, 5, 4, 3, 2, 1. [explosion] >> these are the stakes. we must either love each other or we must die. >> vote or die. pretty relevant. >> but pretty unfair, a smear on goldwater. >> oh, jeez. >> medicare mckinnon worked on the bush campaign which ran this ad showing the candidates consoling 9/11 victims. >> our president took ashley in his arms and just embraced her, a
